Paid Search Specialist

This is a full-time role for Paid Search Specialist - Working From Office in Ahmedabad.

Role Description

We are seeking a dedicated Paid Search Specialist who will be responsible for covering full-funnel paid campaign strategy, executing, optimizing campaigns, data analysis and reporting across various platforms such as Google Ads, Bing Ads, SA360 and CM360. This role demands both strategic insight and flawless execution to deliver best-in-class results on the platforms.

As a key member of the team, you will collaborate with platform partners, support senior managers, and deliver actionable insights to both internal stakeholders and the client ensuring campaign goals are not just met, but consistently exceeded.

What Will You Be Doing?

• End-to-End Campaign Management: Plan, execute, and optimize paid media campaigns for a chain of hotels across Philippines, Malaysia, Singapore, Vietnam on Google Ads and Microsoft Bing
• Cross-Channel Execution: Manage Search, Performance Max, AI Max, Brand Search, Generic Search, RLSA, and Remarketing campaigns
• Daily Optimization: Conduct ongoing monitoring of pacing, bids, budgets, search terms, asset performance, and targeting efficiency to achieve KPIs (ROAS, BFA, Revenue, CPC, CPM, CVR, Bookings)
• Client Communication: Lead weekly calls for designated markets with the teams, presenting performance, insights, optimization updates, and next steps
• Reporting & Insights: Build and maintain and deliver weekly/monthly reports with data-driven insights and recommendations
• Process Adherence: Follow internal activation, QA and finance compliance processes, ensuring timely and error-free campaign delivery
• Cross-Team Collaboration: Work closely with analytics, creative, planning, and client servicing teams to ensure seamless campaign execution and alignment
• Strategic Ownership: Own the paid marketing roadmap, test agenda, audience strategy, and platform experimentation

1. Strategy & Planning

1.1. Campaign Strategy Development

1. Develop property-level and market-level paid media strategies aligned to client’s KPIs (BFA, ROAS, Revenue, ADR, Occupancy)
2. Identify demand trends for leisure/luxury travel markets and tailor strategies for Philippines, Malaysia, Singapore, Vietnam
3. Align strategies with global paid media frameworks and brand guidelines

1.2. Media Planning

1. Build quarterly/monthly media plans with budget allocation for campaigns such as Performance Max, Search (Brand & Generic), AI Max, Remarketing, Microsoft Bing Search
2. Forecast KPIs including reach, impressions, CPC, CPA, conversion volume, ROAS, and pacing

1.3. Audience & Funnel Planning

1. Define custom intent and in-market audiences for luxury travel, honeymooners, families, and destination-specific demand
2. Structure funnel: Awareness → Consideration → Conversion → Retention
3. Build remarketing pools for website visitors, engaged audiences, and high-intent segments

2. Campaign Setup & Execution

2.1. Platform Setup

1. Set up campaigns end-to-end across Google Ads and Bing Ads.
2. Configure geo-targeting for priority source markets (India, GCC, China, Australia, EU, Southeast Asia)
3. Device, demographic, and audience layering
4. Asset groups for Performance Max (copy, images, videos, audience signals)

2.2. Creative & Asset Management

1. Collaborate with client's team to manage creatives for PMax asset groups, Responsive Search Ads
2. Ensure creatives adhere to client's brand tone and quality

2.3. Tracking & Measurement

1. Verify GA4 tracking, Floodlight/Conversion tag QA, UTM tracking for hotel-level analytics

3. Optimization & Scaling

3.1. Daily / Weekly Optimization

1. Optimize performance for KPIs like ROAS, BFA Rate, Revenue, CPC / CTR, CPA, CVR
2. Monitor search terms, asset performance, audience insights, and auction trends
3. Improve PMax performance by optimizing asset groups, audience signals, and landing pages

3.2. A/B Testing & Experiments

1. Run experiments on RSA headlines & descriptions, PMax asset variations, Audience lists, Bid strategies (tROAS vs Maximize Conversions), Landing page variants
2. Scale high-performing markets and campaigns while reducing inefficiencies

3.3. Budget & Pacing Management

1. Maintain efficient pacing across regions and hotel clusters
2. Redistribute budgets based on seasonality, occupancy trends, and demand shifts

4. Analytics, Tracking & Reporting

4.1. Measurement & Attribution

1. Track performance using SA360 & CM360, Google Ads UI, client's internal dashboards
2. Analyze full-funnel performance including Impression share, Search demand trends, Assisted conversions, Cross-channel contribution

4.2. Reporting

1. Deliver Weekly WIP decks, Monthly performance reviews, Quarterly business reviews
2. Provide insights on Audience performance, Creative effectiveness, Geo-wise results, Room category performance (e.g., villas vs suites)

4.3. Insights & Recommendations

1. Identify performance bottlenecks (CPC spikes, seasonality drops, conversion leakage)
2. Give clear next steps for improving ROAS and conversion efficiency

5. Compliance & Quality Assurance

5.1. Ensure

1. Brand policy adherence
2. Correct use of client's brand naming conventions
3. QA for campaign setup, tracking, and creative uploads
4. Finance reconciliations and billing accuracy

5.2. Maintain documentation for:

1. Campaign setups
2. Learnings
3. Test results
4. Monthly analysis logs

Skills:

• 4+ years' hands-on Google Ads and Bing Ads
• Proven experience across Search, PMax, SA360 and CM360
• Prior experience with managing hotel industry campaigns is an advantage
• Strong communication skills and client-facing experience

About Company:

Marastu® is a results-driven agency specializing in full-stack digital marketing services including SEO, Social Media, Content Marketing, building links, and transforming challenges into successful solutions. Clients working with Marastu® experience quick turnaround times, personalized account management, full campaign coverage, no autopilot campaigns, no long-term contracts, and ownership of all creations. If you're looking for a proactive and efficient partner, Marastu® is your agency.

At Marastu®, we embody the archetype of the Catalyst. We are a dynamic and passionate team of professionals who believe in igniting positive change for our clients and society. Our guiding principle is client success, making us the driving force behind transformative projects and creative solutions.

Our Core Values:

• Transparency - Our Commitment to Openness
• Empathy - Understanding Your Needs
• Client Success - Your Triumph is Our Triumph

Marastu® is an equal-opportunity employer. We welcome applications from individuals of all backgrounds and experiences.

• Please write to us at [email protected]. We would be glad to help you!